BIRMINGHAM, Ala. (7/9/08)--Twenty credit unions are standouts because of powerful brands that help differentiate them from others, according to Bancography, a Birmingham, Ala.-based organization that ranks financial institution brands. Leading the list of best brands among the nation's largest credit unions, with assets of at least $1 billion, are:
* Mountain America CU, West Jordan, Utah; * Arrowhead CU, San Bernardino, Calif.; * JSC CU, Houston; * University of Wisconsin CU, Madison, Wis.; * Police & Fire FCU, Philadelphia; * GECU, El Paso, Texas; * Chevron FCU, Oakland, Calif.; * Tinker FCU, Oklahoma City; * MidFlorida FCU, Lakeland, Fla.; and * Onpoint Community CU, Portland, Ore.
For credit unions with assets less than $1 billion, top ranking brands are:
* ASI FCU, Harahan, La.; * Trona Valley Community FCU, Green River, Wyo.; * First Community CU of Houston, Texas; * White Sands FCU, Las Cruces, N.M.; * Pelican State CU, Baton Rouge, La.; * Utah Central CU, Salt Lake City; * Water & Power Community CU, Los Angeles; * Golden Plains CU, Garden City, Kan.; * Midland (Texas) Community FCU; and * Complex Community FCU, Odessa, Texas.
In calculating brand value, Bancography quantifies the proportion of each institution's long-term value attributable to intangible factors that constitute a brand--including reputation, service quality, image and market awareness. The brand value index identifies institutions that produce financial results beyond what their capital base, market conditions and competitive environments would predict. The leading brands show consistently strong earnings performance and the ability to grow deposits without paying above-market rates, said Bancography. "In the banking industry, product offerings are often very similar among competitors, so it is paramount for financial institutions to build differentiating brands," said John Mathes, Bancography director of brand strategy.